Gucci has certainly reinvented itself rather nicely under creative director Alessandro Michele’s direction, and now that reinvention has extended beyond the actual clothing unto the labels’ most recent ad campaign—a collection of “Utopian Fantasy” art pieces created by designer Ignasi Monreal.
Titled “A Gucci Hallucination,” the new Spring/Summer 2018 campaign reimagines paintings from classic artworks with their respective characters dressed in the designer’s latest collection of colorful printed designs. And now Gucci is giving us an inside look into the campaign via a unique short film that puts viewer’s directly in the artist’s shoes, so to speak, if just for a brief moment.
“Describing the paint colors used in his works, it’s an ironic twist on the reality: all of the illustrations were created digitally,” Gucci shared. “Among the young artist’s framed pieces include mermaids on a rock in ice-skater inspired gowns, women fishing in the clouds for airplanes, and a knight on horseback carrying the new Ophidia tote while a castle stands on an island suspended in the air. At the end of the film, Ignasi steps into the lily covered pond in his own painting (inspired by the work Ophelia by John Everett Millais in 1852) to help the tragic beauty dressed in Alessandro Michele’s gold sequinned dress get out of her watery grave.”
To accompany the new campaign film, Gucci has also unveiled two custom art walls created by Ignasi Monreal in both New York City and Milan. We had a chance to check out the New York City one in-person in Soho and must admit, it’s certainly a refreshingly tasteful addition to New York’s concrete jungle landscape.
You can check out the campaign’s inside look video below and more artwork from the campaign at gucci.com.
